One of the best ways you can use your website to work for your business is by collecting your viewers’ email addresses so you can continue the conversation and nurture a relationship with them long after they’ve left your website.

The thing is, nobody wants more email in their inbox, right?

So you’ve got to come up with a really enticing topic for your lead magnet — your freebie — to give away in exchange if you’re going to get them to subscribe.

The question then is, how do you go about selecting a topic that your prospects cannot resist?

Step 1: Look at your current offerings

The first thing you need to decide is which one service you want to lead your audience toward. So which one offer do you want to sell the most of?

For example, do you want them to join your membership or do you want them to hire you for a one-on-one service?

Step 2:Meet them where they’re at

Once you know the end goal you want to lead your dream client toward, the next thing to think about is where they are at the VERY beginning of their journey.

You’ve got to meet them where they’re at right now in order to get their attention…the exact moment when they’ve just entered your world.

So think about the moment they’ve just found you and ask yourself these questions:

• What’s the question that most of your potential clients ask?
• What problem are they having that you can provide a quick solution to?
• Does your dream client have a perceived roadblock you need to help them overcome before they’ll decide to work with you?
• Does the solution you are leading them to use a framework, system, or approach that you can teach?

Step 3: Look at the data

If you’ve already been creating content for your audience, then another thing you can do is use the data to find out what topic the majority of your potential clients are interested in.

• If you have a blog, then what is your most read or commented on blog post?
• What is your most downloaded podcast episode?
• Which of your social media posts has gotten the most response?
• Which email has gotten the most clickthrough?
• What page on your website gets the most hits?

Two more tips

Tip #1
You want to be able to give your prospective client a quick win, so it’s better to be as specific and targeted with your topic as possible.

Tip #2
Don’t pick a topic that’s already being covered by your direct competitors. Instead, try to offer something unique or approach the topic in a new way.

You may be tempted to choose the first topic you think of, but keep in mind, if your lead magnet covers something your prospects often see or already know, they won’t subscribe. So be sure to put some thought into what topic you choose.

Now, if you’re wondering where to include a form for your viewers to get your lead magnet, learn 7 places to put an email opt-in form on your website.